OK fine, it's apparently a new "luxury option" that lets customers in St. Louis be picked up in fancier cars. Customers like American debate hero Ken Bone.

"All of this was more than enough to win over the formerly undecided Ken Bone, who this morning took the first-ever uberSELECT ride in St. Louis!" Zack Slezak, marketing manager for Uber Midwest, wrote in a blog post.

Bone is staying vague on whether and how much Uber paid him for the promotional activity.

"I'm not a millionaire and they're not hurling money at me," Bone told the St. Louis Post Dispatch.

In fact, Bone is being compensated with free rides rather than cash. "We are providing him with with Uber credit for his role in the launch," said Molly Spaeth, a spokeswoman for Uber.